Discover Card breaks first ad campaign from Goodby

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Discover Financial Services, Riverwoods, Ill., today breaks a new TV campaign backing Discover Card, the first work for the card from Goodby, Silverstein & Partners, San Francisco, since it won the $80 million account in March. The advertising is tagged "There's always more to Discover," dropping the 12-year-old "It pays to discover" theme. A spot previewed on last night's Emmy awards telecast, and the campaign goes on the air today in all dayparts on network and cable. The advertising concentrates on the features that make Discover different from bank-issued cards like MasterCard and Visa, such as its cash-back feature, said Cathy Davis, VP-advertising and brand management.

Copyright September 1999, Crain Communications Inc.

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